11 steps to creating killer ads for your window cleaning business!

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1. Use benefits not features

• The client is constantly thinking "what's in it for me?" and benefits communicate that – features don’t! As an example, “We carry 2 million dollars of liability insurance” is a feature.

• You can change this into a benefit by rewording it “You can sleep at night knowing your home is protected by no less than $2 mil of liability coverage...”

2. Incorporate a "Big idea"

• Give your target audience something to talk about – a genuinely compelling offer!

• • Why not try something like • "New for 2008 : A cure for headaches!", or • “New for 2008 : Monkeys now trained to clean

windows!!” • • What big idea can you think of?

3. Check the Headline

• Leave the main headline for the most compelling, most amazing benefit that you believe will appeal to your target market.

• Do NOT put your company name as the headline, or even any mention of cleaning windows or eavestroughs.

• Key, super-awesome benefit only!

4. Elevate industry ‘badges”

• If you really feel strongly that you want to use some kind of official industry-related membership badge (i.e. “IWCA”, “MWCoA”), change the wording to "Accredited Member of such-and-such" or similar, to impress upon the prospective client that you have earned this impressive-sounding qualification.

• I don’t think you need these kinds of badges, but if you use them, make sure you do this first.

5. Make your job hard!

• You want the client to see you as a trained professional with the expertise and know-how to get their super-dangerous work done right.

• This is the same reason why menus in fancy restaurants say things like “garden fresh carrots splashed with hints of rosemary and warmed in a soothing bath of extra virgin olive oil...”. Words like this make people feel good about spending their hard earned money on your services!

6. Create a compelling offer

• Preferably an irresistible one. • Suggestion: "Prices as low as $19 !!" (and then

have some promotion where if they prepay for 5 services up front, they can get the first one for only $19) or something similar.

• Just remember, an irresistible offer in the client’s eyes is not the same as what you would consider as one!

7. Tell people what to do

• Provide a direct clear command to "Call us now!" or "Visit our website now!" if you've designed it to do some heavy lifting for you in the sales process.

• Repeat those key commands more than once if possible, because they work. Just the way it is with us human folk.

8. Incorporate a measurable response mechanism.

• This will allow you to measure an ad’s effectiveness, so that you'll know for next time whether or not it's worth tweaking or scrapping altogether.

• Two of your easiest direct response mechanisms: a unique URL or a promo code for the phone.

• Example: Visit www.only19bucks.com now!

9. Use testimonials.

• Make them real and specific, and include full names, and at least street names, if not numbers too. If it’s a commercial client, include their designation or title within the company. Include pictures of the home or business you’ve cleaned, preferably with you actually cleaning them.

• NEVER make them up (aka ‘fake’ them), and encourage people to focus on why they love your services when they are providing you with juicy testimonials.

10. Be Yourself!

• Add a photo of YOU looking straight into the eyes of the prospective client and tell them that you are the man/woman behind the company and that they can absolutely trust you.

• Faces mean a lot, and in a world more and more generic and corporate-driven, your personality will be worth a fortune in terms of establishing connections and building credibility with prospective clients.

11. Guarantee their satisfaction

• Offer a crazy, no-holds-barred one. This would be a good place to have some fun, and show that you enjoy life and aren't all business.

• Something like "The home of the ‘If you're not totally happy, we'll massage your feet’ guarantee!" or something similar in style.

• Can you think of a funny, memorable guarantee?

Conclusion

• Apply these 12 basic tips every time you create an ad for your little window cleaning company, and you will be blown away at how many more clients call you as a result! Enjoy!

• Use these tips from now on, and remember, you owe me a coffee now...

For tons more free tips and strategies, please visit:

www.windowcleaningbusinesscoach.com